video inspires gamers to buy into projectors

at a glance

Epson is famous for its dominant presence in the printer market; perhaps lesser known is its range of projectors. It’s a relatively niche area of the business and, notwithstanding core audiences within the education and business sectors, Epson usually focuses its targeting on hardcore movie fans, seeking a thrilling big-screen experience. As the home entertainment market became increasingly competitive, our objective was to seek out new audiences beyond purist movie aficionados.

Video Shots of epson extreme gaming

Over the last few years video gaming has fully embraced HD and surround sound. Within the home entertainment category, the market has grown exponentially with penetration of UK households approaching 40%, largely resulting from strong Wii and PS3 sales. Projectors significantly enhance the gaming experience; our challenge was to generate awareness of the fact.

We developed Extreme Gamer: a gaming suit with a “mobile” projector that allowed the wearer to play games wherever and whenever: in some of the most surreal places imaginable (including an air tunnel!). Using our Social Anthropology Tool, we distributed video content of the Extreme Gamer to the most ardent online gaming influencers and bloggers. We then distributed the films via You Tube to broaden reach and generate greater awareness of Epson projectors; optimising the content to increase visibility among relevant searches.

We had clearly hit a rich seam of interest: the video spread like wildfire, across the Atlantic to the US and back again. No fewer than 616K people viewed the video within the first 6 weeks (seeded by hundreds of bloggers) and 12K subsequently visited the Epson Extreme Gaming website.

New Media Age Finalist

agenda21’s approach to integrating digital marketing campaigns means that Epson is able to see the performance of multiple channels in a single view; being confident in the appropriate levels of attribution, and giving us an understanding of positive influences of activities on each other.


James Raffo Epson Europe